Brand Strategy & Identity Design | Website Design | Marketing Materials
The Client
Jill Wetzler is a seasoned executive, coach, and facilitator helping fast-growing companies strengthen leadership, scale teams, and build thriving workplace cultures. With a background in engineering and people operations at big name companies in Silicon Valley, she partners with organizations as a fractional leader, advisor, and guide, supporting meaningful progress through coaching, workshops, and strategy.
Project Overview
Jill initially launched her business with a DIY brand and website. This served her well to get things started, but her business quickly grew and she needed a brand that reflected the depth of her expertise and the clarity of her offerings. My brand strategy workshop realigned her brand with where her business is headed, focusing on her unique voice, values, and audience. We developed a new visual identity, including a logo, a refined color palette, and brand photography that captured her approachable, confident presence. And a polished new website was built that clearly communicates Jill’s services across coaching, workshops, and fractional leadership, complete with testimonials that speak to the real impact of her work.
Logo Creative Direction
Stemming from the brand strategy, we developed a word mark logo that feels bold and has character. The letter icon of JW was custom created and is used in a stamp effect or background visual throughout Jill’s materials. Overall, use of these elements consistently creates a memorable brand that is unique to Jill and allows her brand to continue to evolve over time.
Brand Photography
A brand photoshoot was conducted to capture Jill in action with her one-on-one coaching and consulting. I connected on prep calls with her photographer to craft a shot list that would cover a range of visuals for Jill, created a list of props and supporting items that reflect Jill and her business, and gave guidance on clothing and hair. All important aspects of a shoot that can quickly feel overwhelming.
Use of these images in combination with photos of Jill’s group workshops, we have a great range of visuals to use across her materials.
Website Strategy and Design
Jill’s original DIY website was a solid starting point. It helped her launch her business and build early momentum. But as her work deepened and her client base grew, it became clear that she needed a site that truly reflected her expertise and the transformation she brings to organizations.
Our strategy focused on evolving her digital presence to match the caliber of her work. We applied her new brand identity and photography, wrote fresh copy that clearly articulates the value of her offerings, and expanded the site architecture to include dedicated pages for coaching, workshops, and fractional leadership.
The result is a confident, professional site that’s easy to navigate and speaks directly to the needs of her audience. Jill’s story is a reminder that there’s a time for DIY and a time to bring in an expert. When your business reaches a new level, your brand and website should rise with it.
“Bev’s process helped me put my customer at the center of my work. Her brand strategy approach not only gave me an incredible starting point for defining my work and my values, but it also included a competitive analysis and field statistics that supported my brand.”
— Jill Wetzler